As the company is not allowed to run Super Bowl commercials due to an exclusivity between NFL and its competitor AB InBev, Molson Coors has decided on a new approach to generate buzz ahead of the Super Bowl. The campaign, titled “Inception”, is applying the science of Targeted Dream Incubation to get people to dream its big game ad during the lead up to gameday. The company partnered with a psychologist (Deirdre Barret) to develop a film that uses audio-visual stimuli intended to generate particular images and sensations in the viewer’s subconscious. The viewers also listen to an eight-hour soundscape throughout the night’s sleep, that will ostensibly trigger a version of the ad.
